How to maximise key commercial periods on Amazon?
Key commercial moments - seasonal celebrations, cultural events, product launches - are crucial opportunities to capture consumer attention and generate sales spikes. During these times, competition is fierce: every brand is competing to stand out, engage, and convert.
In this environment, Amazon has become an essential lever. Far from being just a transactional platform, the e-commerce giant can serve as a powerful arena to showcase your brand, engage your audience, and turn these key periods into commercial successes. The question is: how can you unlock its full potential?
Amazon: an essential asset for your peak periods
A strategic channel far beyond simple sales
Amazon is no longer seen solely as an online sales site. It has evolved into a complete ecosystem where consumers search for products, read reviews, discover brands, and make purchase decisions. Being present and performing on Amazon during key periods means reaching an audience ready to buy while strengthening your brand image among millions of active users.
The key challenges to address for success
This appeal brings heightened competition. To stand out, being present is not enough, preparation is vital. This involves:
Anticipating traffic: ensuring your product pages are optimised and ready to handle a high volume of visitors.
Mastering conversion: delivering a smooth, engaging, and convincing experience tailored to Amazon’s unique environment.
Planning ahead: developing your strategy weeks or even months in advance to ensure visibility and consistency.
Building a successful activation: the essential levers
Immersive storytelling tailored to Amazon
A peak period is more than just a time for discounts: it should tell a story, capture the emotion of the moment, and engage the consumer. On Amazon, this storytelling must fit the platform’s formats and constraints while remaining immersive.
Case in point: NYX Professional Makeup
For Halloween, one of its flagship annual events, NYX immersed consumers in a narrative world: a supervillain had “stolen Halloween”, and customers were invited to solve the mystery by exploring the Amazon Brand Store. The result? A playful, interactive experience that captivated the audience while guiding them towards purchase.
Combining creativity and user experience (UX)
Creativity alone isn’t enough, the experience must also be intuitive, seamless, and conversion-driven. On Amazon, this requires:
An ergonomic Brand Store, structured around a clear journey (entry, discovery, conversion).
Interactive elements (clues, clickable modules, videos) to capture attention and extend engagement.
Visual and narrative consistency with all off-Amazon activations.
NYX’s Brand Store was completely redesigned for the occasion: rebranded homepage, themed navigation, scattered clues, and a final reveal that turned browsing into a truly immersive experience.
Multiplying touchpoints to generate traffic
Even the most immersive Brand Store won’t perform if it’s not fuelled by qualified traffic. High-performing brands activate a complete ecosystem:
Social media and influencers to reach engaged communities.
User-generated content (UGC) to build credibility and attract interest.
Amazon Sponsored Ads (Sponsored Products, Sponsored Brands) to secure on-platform visibility.
NYX Professional Makeup leveraged its influencer network to create Halloween-inspired looks and drive audiences directly to its Brand Store, significantly amplifying the campaign’s impact.
The results were striking. The campaign generated (compared to the previous year):
visitors to the Brand Store
orders on interactive pages
sales on featured hero products
Measure, learn and improve continuously
The importance of post-event data
The success of a key period isn’t measured by immediate sales alone. Post-event data analysis reveals what worked: which pages generated the most engagement, which products converted best, and which channels performed most effectively.
From one-off campaigns to a cyclical strategy
Top-performing brands don’t view each peak period as an isolated event but as part of an ongoing process:
Diagnose past performance.
Activate with an optimised strategy.
Analyse to identify improvement opportunities.
Adjust and repeat for the next key period.
This cycle builds a sustainable presence, improves ROI, and keeps you competitive in a constantly evolving market.
Making Amazon the cornerstone of your peak periods
Amazon offers a unique opportunity to transform peak-period momentum into tangible results. By combining compelling storytelling, qualified traffic, optimised shopping experiences, and continuous analysis, you can turn each event into a sustainable growth driver.
Looking to structure your Amazon activations and maximise results during your next key period? Contact our team of experts today.
E-commerce Consultant
